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Television Viewership Overview 2013 BASIC FACTS

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Television Viewership Overview 2013 BASIC FACTS Television Viewership Overview 2013 BASIC FACTS Medialogic Pakistan - TAM Coverage Top 9 Cities Total Number of Households 05.7 | millions Total Number of Individuals 37.9 | millions Total TV Households 04.9 | millions Total Individuals in TV households 32.6 | millions Total Households with Cable 04.0 | millions Total Individuals in Cable homes 28.2 | millions Panel Composition City-wise Cable Penetration Cable Antenna SEC’s Representation Pak Urban 80% 20% Khi 90% 10% 10% Lhr 80% 20% SEC A 30% Rwp/Isl 80% 20% 14% SEC B 80% 20% Fbd SEC C Gujw 75% 25% SEC D Hyd 90% 10% 21% SEC E Suk 80% 20% 25% Mul 75% 25% Pesh 60% 40% Age/Gender Break Up 17.6% 20.0% 17.1% 14.4% 12.8% 14.4% 15.0% 10.7% Male 8.6% 10.0% Female 4.3% 5.0% 0.0% 05-14 Yrs 15-29 Yrs 30-49 Yrs 50 Plus Current TV Environment News Entertainment Sports Kids Music GEO News ARY DIGITAL Geo Super Cartoon Net Pak 8XM Samaa Hum PTV Sports Nicklodeon ARY MUSIK Four (4) news ExpNews GEO Ent TenSports Movie MTV Pak channels launched Aaj TV Alite Food HBO Oxygene in 2013 . Dunya TV Aplus ARY ZAUQ Filmax Play ARY NEWS ARUJ TV Masala Filmazia Vibe One channel (Jalwa) BusinessPL Atv Zaiqa StarliteTV *Jalwa (Replaced Kook) added in the music Channel 5 Axn Regional SilverScren genre by replacing City42 Exp Ent ApnaChannel FilmWorld a regional channel ( CNBC Jaag Hum Sitarey ApnaNews Warner Bros Kook). Dawn News IndusVision AVT Khyber Educational Dhoom KoheNoor Kashish Health TV Geo Kahani added Din News PTVHome KTN ValueTV in the Ent genre by Indus News TV one Mehran Sohni Dharti replacing Aag MetroOne Urdu1 Punjab TV ( music channel)…. News1 *Geo Kahani (Replaced Aag) Sabz Baat PTVNews Sindh TV Royal News VASH SUN Religious Wasebtv WaqtNews ARY Qtv AwazTV *PTV World Madni PTV Nat *Captal News SindhNews *Abb Takk KhyberNews *Geo Tez * Channels launched in 2013 Media Trends & TV Insights 2013 oGenre-wise Market Share 2012 vs. 2013 oAverage Daily Viewing Time 2012 vs. 2013 oHourly Viewership 2012 vs. 2013 oMonthly Viewership Minutes oMarket Share% By Genre Across SECs oOverall Top 15 Channel (Based on Ratings & Reach) oTop 10 Ent Channels (Based on Ratings & Reach) oTop 10 News Channel (Based on Ratings & Reach) oTop 10 Local Ent Channels Relative Share ( 2012 vs. 2013) oTop 10 News Channels Relative Share ( 2012 vs. 2013) oOverall Top 10 Programs oTop 10 Talk Shows Average Viewing Time Per Day | 2012 vs. 2013 2012 Total Individual 2:37:00 2013 Male Female 2:24:00 2:50:00 Total Individual 2:48:00 Male Female 2:33:00 3:03:00 Viewing Time Per Day has increased in 2013 Females’ viewing increased 13 minutes as compared to 2012. Time Band Utilization | Ratings% Jan To Dec 2013 Viewership during the Morning slot has been increased by 16% on total and 15 % on C&S 30.0 Total Ind Total Ind 25.0 Time Band 2012 2013 Ch% 20.0 08:00 - 11:00 8.7 10.1 16% 15.0 11:00 - 17:00 11.8 12.5 6% Ratings % 10.0 17:00 - 19:00 14.1 14.4 2% 5.0 19:00 - 21:00 23.2 23.4 1% 0.0 21:00 - 23:00 22.5 23.7 5% 23:00 - 00:00 17.4 18.3 5% 00:00 01:00 02:00 03:00 04:00 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 00:00 - 00:00 10.9 11.7 7% 2012 2013 30.0 C&S Ind C&S Ind 25.0 Time Band 2012 2013 Ch% 20.0 08:00 - 11:00 9.2 10.6 15% 15.0 11:00 - 17:00 12.9 13.4 4% 17:00 - 19:00 15.5 15.4 -1% Ratings % 10.0 5.0 19:00 - 21:00 23.9 23.9 0% 0.0 21:00 - 23:00 24.1 25.4 5% 23:00 - 00:00 19.6 20.3 3% 00:00 01:00 02:00 03:00 04:00 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 00:00 - 00:00 11.8 12.5 6% 2012 2013 7 Genre-wise Market Share% Total Ind| 2012 vs. 2013 Local Ent 2013 2% 2012 1% Inhouse(cable) 1% 2% 13% 13% Foreign Ent 4% 26% 3% News 5% 6% 31% Sports 6% 6% Kids Movies 14% 16% Regional 17% 17% Music 12% 5% Others Top 5 Genre’s Market Share% Trend | 2013 40.0 34.4 32.8 32.2 32.2 32.7 35.0 31.7 31.5 31.0 29.6 28.3 29.2 29.3 30.0 25.0 21.2 20.1 18.4 20.0 17.5 17.3 18.3 16.2 16.6 16.7 15.2 15.4 15.4 15.0 15.9 16.4 17.1 17.7 16.1 14.8 12.7 14.8 14.6 12.9 13.7 11.9 Market Share% Market 10.0 5.0 6.8 6.9 5.2 5.8 6.0 5.1 6.6 5.6 6.1 7.2 5.0 5.7 5.0 5.3 4.2 6.4 6.3 5.5 6.9 0.0 5.0 4.5 4.7 4.3 4.0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Local Ent Inhouse(cable) News Sports Kids Comparing 2012 Local Ent’ MS increased 5% and on the other had Foreign Ent’ MS decreased 7% in 2013. Genre-wise Market Share% C&S Ind| 2012 vs. 2013 Local Ent 2012 2013 Inhouse(cable) 2% 1% 14% 15% Foreign Ent 1%2% 4% News 19% 4% 25% Sports 6% 6% 6% Kids 5% Movies 19% 16% 19% Regional 17% Music 13% 6% Others Top 5 Genre’s Market Share% Trend | 2013 27.9 30.0 27.7 25.8 25.6 25.4 25.5 25.3 23.2 24.3 25.0 23.5 22.1 22.4 22.6 19.7 20.7 19.4 18.6 20.0 18.2 18.5 22.8 20.4 16.9 16.9 17.1 18.4 19.6 18.1 18.1 19.1 16.3 14.4 15.0 16.4 16.3 13.7 15.2 13.3 10.0 6.6 7.6 7.5 7.2 7.4 8.2 Market Share% Market 5.6 5.6 6.8 5.8 5.7 5.1 5.0 5.9 5.5 6.3 5.5 5.2 6.6 6.2 6.5 2.5 2.8 5.4 4.1 0.0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Local Ent Inhouse(cable) News Kids Foreign Ent Comparing 2012 Local Ent’ MS increased 6% and on the other hand Foreign Ent’ MS decreased 7% in 2013 and Sports disappeared from top 5 genre list. On C&S Ind Monthly Minutes Consumption | 2012 vs. 2013 Households C&S Ind 500.0 250.0 400.0 200.0 300.0 150.0 100.0 200.0 Minutes Minutes Minutes 100.0 50.0 0.0 0.0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2012 2013 2012 2013 Total Ind 250.0 Viewers drops in the 200.0 heavy load shedding months , the impact can 150.0 100.0 be seen from Apr to Jul Minutes 50.0 0.0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2012 2013 Average Minutes Consumption has been increased in 2013 particularly May onwards. Genre-wise Market Share By SECs | 2012 vs. 2013 2012 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Overall 26.2 17.3 14.3 11.7 6.1 5.2 3.5 1.60.9 13.2 SEC A 28.4 13.4 21.4 6.9 8.1 5.0 4.3 1.40.7 10.3 SEC B 25.1 14.3 19.9 8.8 6.8 5.1 3.4 1.61.5 13.6 SEC C 27.3 15.6 13.0 12.5 6.0 6.0 3.6 1.81.0 13.2 SEC D 24.7 18.4 13.5 11.8 7.0 5.0 3.8 1.71.1 13.1 SEC E 26.8 19.6 11.0 13.8 4.6 5.0 3.11.60.5 14.0 Local Ent Inhouse(Cable) News Foreign Ent Sports Kids Movies Music Food Others 2013 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Overall 31.2 16.6 15.6 5.6 5.6 5.5 3.3 1.80.9 13.8 SEC A 35.1 12.6 22.0 6.6 4.9 2.5 3.7 1.50.6 10.5 SEC B 30.8 12.9 20.8 6.3 5.7 3.6 3.01.51.5 14.0 SEC C 32.4 15.6 15.9 5.7 7.0 6.6 2.91.50.9 11.6 SEC D 27.7 17.0 15.3 5.9 5.6 6.0 4.0 2.11.1 15.3 SEC E 32.5 19.6 11.7 4.7 4.9 6.1 3.2 2.00.7 14.6 Local Ent Inhouse(Cable) News Sports Kids Foreign Ent Movies Music Food Others Local Ent Market Share increased on all *Others | Regional, Religious, Food , Edu Info etc.
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